Advanced Television

Increased investment and growth for online video

May 10, 2010

Brightcove and TubeMogul have teamed up to develop a new quarterly research report with data and analysis focused on the online video market. For Q1 of 2010, the report suggests that the media industry is investing aggressively in online video initiatives, driving usage and engagement, and seizing new monetisation opportunities.

Among the findings:

– With a combined run rate of more than 700 million streams a quarter, broadcast networks grew by over 40 per cent in Q1 of 2010 compared to the same quarter in 2009. Web media brands topped 300 per cent growth across the same period.

– Media companies ramp video production for online distribution. In Q1 of 2010, video uploads were up 190 per cent (359,256 videos) for newspapers, 60 per cent for magazines (43,554 videos), 64 per cent for music labels (24,538 videos), and 62 per cent for radio (5,730).

– Broadcast networks garner the most time viewed per video stream. Online video content from broadcast networks average 2:53 minutes watched per stream followed by music labels at 1:50 minutes and newspaper publishers with 1:41 minutes per stream.

– Increasing engagement is the number one reason media companies gave for adding video to their websites (76 per cent) followed by strengthening their brand (60 per cent), and increasing site visitors (55 per cent). Surprisingly, increasing advertising inventory ranked fourth in the list of top reasons for using online video (33 per cent).

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